Bulgaria: Carlsberg Bulgaria to launch a new dark beer, suspend production of another due to low demand

Carlsberg Bulgaria has officially introduced its new branded dark beer called Shumensky Тemno, FoodBizDaily reported on October, 22.

The product will appear in the local market in early November in PET bottles with 0.5 and 2 litres volume and will be positioned for the middle-price segment of the market. The new beer is described as dark, full bodied with alcohol content of 5.5%.

At the same the company will suspend the production of another drink of the same line Shumensky Cherveno due to the low demand for the product.

The formula of "Shumensky Тemno” was chosen after a series of consumer surveys and responds to the traditional taste preferences of the Bulgarian consumers, said the marketing director of Carlsberg Bulgaria Kamen Aleksov.

Currently Shumensky brand maintains 16% share of the Bulgarian beer market, while in its “home regions» (Shumen, Razgrad, Targovishte, Silistra, Veliko Tarnovo, Ruse) it has a 24% share.

For the first six months of 2009 Carlsberg Bulgaria has already invested EUR11 million in the modernization of its Bulgarian plants, planning to make further investments by the end of the year.

Meanwhile Carlsberg Bulgaria itself is controlling about 27% of the Bulgarian market and had the same data last year.

23 October, 2009